The Out of Home (OOH) industry has achieved yet another increase in revenue, with the first quarter of 2017 seeing $186m, up from Q1 2016’s result of $176m.

According to the Outdoor Media Association (OMA) this is a 5.7 per cent year-on-year increase, and follows from the all-time high revenue growth at the end of 2016, 15.8 per cent.

Broken down by month, January saw records broken with a 12.4 per cent increase, February showed small growth of 2.7 per cent, while March grew by 3.6 per cent to $73.2m.

Charmaine Moldrich, CEO, OMA says, “OOH’s continuing growth in the first quarter of 2017 confirms it is the ‘tradigital’ channel that is taking on the future, and investing in technology is one of the drivers of this success.”

Digital as a proportion of total media spend also increased, currently sitting at 44.4 per cent, from last year’s Q1 figure of 36 per cent.

Moldrich says, “OOH can connect advertisers with their audiences anywhere, anytime, whether via a traditional Outdoor poster or a digital screen. Unlike other media channels, OOH can’t be blocked, it can be measured, and it reaches real people when they are out and about in an active state of mind.

This is the latest in a series of revenue increases for OOH, as Q2 2016 saw a huge surge, July 2016 shattered expectations while research showing the ‘double response’ factor of outdoor advertising means that it is an easy sell to customers.

Some prominent media buyers have speculated that the growth of OOH has come directly from television advertising spend.

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